In honor of International Women's Day Thursday, the Women's International Zionist Organization Tuesday named the most sexist advert of the year. The dubious honor for 2011 went to an ad for Fix Gibor Sabrina underwear, calling on women to post a picture of their bras on the company's Facebook page.
Women who posted their pictures were entered in a competition and were eligible for prizes. The advert was created by ad agency Baumann Ber Rivnay. WIZO said the campaign "crossed a red line in objectifying women's bodies and presenting them as sexual objects."
The "winning" ad was singled out for encouraging young women and girls to participate actively in a degrading fashion in marketing the product. WIZO has run the contest for the past four years. Last year's winner was an Eden Springs water commercial featuring model Bar Refaeli, under the heading "the bar you always wanted at home."
WIZO has run the contest for the past four years. It has so far whittled the number of contestants down to 10 finalists, out of which four runners-up and the winner will be announced on Tuesday to mark International Women's Day 2012.
The 10 ads that were in the running for this year's most sexist ad award were: an Isracard campaign in which British fashion gurus Trinny and Susannah advise a young woman to tell her boyfriend she loves shopping; an ad for FIX Gibor Sabrina underwear calling on women to post a picture of themselves in a bra on the company's Facebook page (both by the ad agency Baumann Ber Rivnay); billboards that say "even good girls fall," for AXE deodorant; the Goldstar beer slogan "be thankful you're a man" (both by McCann Erickson); the Aphrodite underwear company's slogan "you'll get the diamonds from your husband in two weeks" (Fox Goren Giladi); a campaign for Sano Javel bleach in which a mother-in-law criticizes her daughter-in-law's housecleaning (Drori-Shlomi); an ad for Do It kitchens in which a woman lies in a martini glass (Elyakim Harman-Nahardea); a L'Oreal mascara ad featuring Jennifer Lopez lying on the floor and putting on lipstick (BBDO-Gitam ); an ad for Louis Vuitton bags showing a model on a car (EURO.IL); and a campaign with the slogan, "If you could only fill the decolletage of your dress," for the Proportzia cosmetic medicine chain (Aroeti Berman GPS).
In 2009, WIZO awarded the 2008 first place to an Eden Springs commercial featuring model Bar Refaeli, under the heading "the bar you always wanted at home."
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